With search engine optimized texts, you ensure that users click through to the homepage from Google, so that traffic increases organically. Sometimes an extra push is needed for increased visibility and to get the message out quickly. In this guide, we will also delve into B2B advertising. Find out why you should advertise on marketplaces and social media like Linkedin and YouTube.
Find tomorrow's customers with sharp content
Content is one of the most important elements of digital marketing. If advertising is a sprint, content is a marathon. With interesting and educational content, you inspire customer engagement and build trust. Customers usually do a lot of research before making a purchase decision, so it's wise to be visible online, so that your business becomes the obvious choice.
You have the option to rank on words with lower competition and focus on search phrases that match your customers' possible queries. Such a question may be, for example, “How do I plan the working day better?”. Vips, customers end up on your website that offers a digital planning tool. The algorithm rewards pages that update their content regularly and where visitors stay on the page for a long time.
The free traffic (almost in any case) can then be converted into the leads of tomorrow. But every Olympic Games needs both sprinters and marathoners, so advertising is the spark that can bring your content to life. Advertising is a smart choice if the company is running a campaign that needs to be disseminated quickly or if you want to create awareness about a new service or event. There are different types of advertising opportunities and these are LinkedIn, Google Ads or Facebook/Instagram. The benefits of marketing content with PPC is that you can reach a much narrower segment faster. They are usually closer to a conversion than a broad target audience. There is also the option to increase the reach to reach really many people at the same time.
LinkedIn is growing in popularity
LinkedIn is one of the largest, global networks right now. Everyone who works in B2B is on Linkedin looking for the next lead or sub-consultant. Since there are many social media and digital channels, many people are looking for credible sources with sensible information.
The platform is a site for serious networking and many people take the opportunity to give expert advice or share information about networking meetings or mingle events. The surveyed users perceive that company ads that appear on Linkedin appear to be more professional, credible and competent.
Thanks to being able to share and like posts, they can get great organic circulation and exposure to hundreds of contacts. In addition, if each employee engages and interacts with their unique network, the spread area is huge. Given that social selling is on the rise, interaction with potential customers is often better than cold mail. Instead, you can send messages directly to your contacts. On LinkedIn, you can also follow various hashtags and find new findings in your industry. How about access to:
● 700 million users
● 55 million companies
● 3 million groups
On LinkedIn, many B2B companies find what they're looking for, and the ad results speak their own language:
● LinkedIn advertising in technology generated 2-5x higher ROA than other social media platforms
● In the financial industry, LinkedIn advertising generated 7x more customer conversions than other advertising
● In education, LinkedIn advertising was 2-4x more effective than other advertising
Find statistics and insights about potential customers in your industry and create ads based on them. Campaign Manager is easy to use and there is always something new to test to reach your marketing goals.
LinkedIn for your B2B advertising
Google Ads
Google Ads is a powerful tool that can bring good returns if done correctly. The strength lies in finding the right keywords and streamlining the bidding process. Use the handy Keyword Planner to find keywords for your ads. Keywords with high competition are obviously much more expensive than those with low competition. Therefore, it is possible to think tactically about the choice of keywords to show in the ad. 'Tools' are significantly more expensive to look at than, for example, 'Blue wrench'.
The advantage of Google Ads is that you can choose different ad formats based on the goal of the campaign. Most people choose to advertise in the SERP, that is, where search results appear on Google. These ads place themselves at the top as search results. Google Shopping is the visual option and means that the ads end up in the image search. This type of visibility is most often profitable.
Learn more about the benefits of Google Ads
YouTubers
YouTube is the perfect way to advertise with moving images and quickly create awareness about your brand and services. Advertising on YouTube is managed through Google Ads, and you can choose who sees the content based on their interests. It is a great opportunity to be visible to customers who are interested in your industry.
Learn more about why video should be part of your marketing.
Content and advertising go hand in hand
There are a plethora of advertising tools, and you need to not only learn how they work, but also have a well-thought-out strategy behind it. We at LAPs are experienced in finding the company's target audience and optimizing campaigns to increase their visibility. We work with different budgets and arrange a tailor-made solution for your particular business.
